Location Integration and Data Markets
This chapter explores the still-evolving business and revenue models and geolocation data capture efforts of two commercial businesses now central to the contemporary settlement of locative media: Foursquare and Facebook. In Foursquare’s case, it underwent a quite dramatic series of transformations, evolving from a check-in based mobile social networking service, to a search and recommendation service, and now also serving as a firm offering location intelligence related enterprise services. In Facebook’s case, it set about further strengthening its grip on social media data markets by adding geolocation functionalities and geodata capture capabilities to its social networking operations. These two case studies provide a rich composite picture of the business ecologies of locational information. The aim in selecting these cases is to develop a clearer understanding of how both firms accrue location data and how they extract location value—that is, how this information is shared, harvested, valued, reused, and commodified.